Bird Marketing Advantage
duration
15.5 days or 110 hours of instruction
PLACEMENT ASSISTANCE PROVIDED
This course gives the students a basic understanding of marketing. It has the following modules, which would equip the students to understand and perform marketing functions in the corporate environment.
- understand the reasons for caring for customers
- understand who are the customers of an organization
- apply some techniques to serve customers better
- understand and explain what marketing really is, to be able to apply marketing activities more effectively
- in particular:
- understand what marketing really means and how marketing can help a business
- describe the basic steps in planning marketing strategies and the items to be addressed in each step
- identify the relationship between the steps in the marketing mix
- analyze a marketing environment
- use SWOT to identify strengths, weaknesses, opportunities, and threats related to a firm
- identify the main opportunities and issues of a business
- explain basic competition strategies
- list competition strategies in marketing
- evaluate and select a suitable competition strategy for their business
- explain how to do market segmentation and how to select a target market
- describe how to identify the core benefits of a product
- be able to write a positioning statement and assess the positioning statement
- explain how to identify marketing objectives
- describe the tools to help design the marketing mix
- analyze and decide whether or not to develop a new product
- describe the levels of product development
- select the level of product development to suit specific circumstances
- conduct new product development and new packaging development
- identify the factors that determine a product’s price
- describe basic pricing strategies
- explain different ways to adjust a price and give examples of when it is appropriate to apply each strategy
- list some reasons for adjusting a price and the potential reaction of related parties
- identify the role of a distribution channel in marketing strategy
- design a distribution channel
- be able to select a distributor and sign contracts
- determine the way to manage a distribution channel
- modify a distribution channel
- identify the roles and principles of communication
- explain the steps to building a communication strategy
- plan the implementation of a communication strategy
- describe the way to assess the effectiveness of a communication strategy
- explain the difference between consultative selling and conventional selling approaches
- describe the 6 steps of the consultative selling cycle
- practice consultative selling
- explain the four characteristics of a service
- describe a model of market-focused management in professional marketing services
- explain ten marketing strategies that can really make a difference and apply the 5 most important strategies for creating a difference, which are:
- managing customer satisfaction
- managing service quality
- managing customer service
- organizing the creation and transfer of services
- communicating services to customers
- evaluate how well a company understands the consumer
- describe the principles and processes of generating consumer insights
- describe how to write a consumer insight statement and to evaluate whether it is a good insight
- explain how to use consumer insights in brand positioning, product development and communication